Lead Generation Strategies for B2BContent is King:
The right content At the right timeAt the right place
In the right formatFor the right person
And in videoPlease= lead
The Process of Selling Hasn’t Changed…
The Process of Buying Has…
A monumental power shift
from sellers to buyers
Put theright content
in front of the right personat the right time
in the right format:
FTL (for the lead)
Creates Opportunities for Marketers
Prospects want content
Prospects but MarketersWant Give
Product Updates New strategies Industry news Merger / Acquisition news
Case Studies Industry News How to Guides Top 10 lists Interviews
Case Studies
Industry News
How to Guides
Top 10 lists
Interviews
Prospects what:
Product Updates
New strategies
Industry news
M/A
Marketers push the wrong content!
Marketers are publishing / pushing the wrong content!
Still 80% of customers find the Vendor!
Did you find the Vendor?
80% found the vendor!
Thank your Inbound Marketing team for that!
Great News for Business that are using Inbound Marketing
Effective Marketing Tactics:
Tradeshows Content Marketing Search Engine Optimization Webinars
But have a high degree of difficulty:
Difficulty andEffectiveness
Difficulty andEffectiveness
More Effective Marketing Tactics
WebsiteSEOEmail MarketingWebinarsTradeshows
These are Inbound Marketing Strategies
What challenges are Increasing?
High quality leadsGetting enough leadsDelivering value from benefitsMulti-channel lead generationBrand Awareness
What part of the Funnel is most challenging?
Converting Leads into CustomerLead generation / nurturingBrand Building / AwarenessLead Scoring / Hand-Off
Half of businesses believe a high quality lead can cost
less than $50. True?
Video as a B2B Lead Generation tool
Video Drives Action
83%! of B2B Executives watch more work-related videos today then last year
= 83%
Exec. prefer videos on your website!& 87% watch monthly!
Exec. Watch the Video, then
65% of Visit your website53% search for product informationMake a purchase Phone the vendorContact vendor after seeing ad in videoContact vendor after a YouTube ad
Business NewsBusiness Insight / Expert AdviceSpeeches, events, discussionsCase StudiesProduct ReviewsHow-To tutorials
Video Content Exec. like is:
83% of Exec. want Videos to be:
1-5 min long
= 83%
“Videos drives Executives down the
purchase path!”
The Hierarchyof
B2B Needs
1 - Avoid risk2- Avoid hassle
3 - Gain praise4 - Gain power
5 - Have fun6- Make a profit
The Executive mind works worries like this
So what does B2B Lead Generation Strategy Look Like?
Marketing Persona(s)
Content
Marketing Channels
Landing Pages
1 - Marketing Persona(s)•They are a proxy for your target audience
•Personas represent of a real group of users and their:• Goals,• Motivations, • Characteristics,• Behaviour
• All Personas are fictional, but based on fact
2 – Contentfor multiple personas /channels
Remember Prospects want this content:• Case Studies• Industry News• How – to guides• Top 10 lists• Interviews with analysts / executives• Video any of these
•Map content to the funnel to persona(s) to the channels
Marketing ChannelsSee what your Persona(s) favourite is
•Videos•Webinars•Blogs•Podcasts•LinkedIn•Quora
Landing PagesThe tool to capture leads
Use for:•Webinar registration•White paper downloads•Email newsletters•Case-Study access•How-to guide download
Lead Generation Strategies for B2BContent is King
Thanks for reading Question/comments direct here: @urbanrenstromwww.vikingmarketingsolutions.ie/blog
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